Aldi UK: Kevin Versus John – How a humble carrot usurped a national treasure to win the UK’s Christmas ad crown

Darren Hawkins, Jamie Peate

Aldi, a supermarket, invested in its mascot, Kevin the Carrot, over a six-year campaign to maximise its Christmas trade and make Aldi Britain's favourite Christmas advertising.

Campaign details

Brand: Aldi Brand owner: Aldi Entrant company: McCannIdea creation: McCann Manchester Market: United Kingdom Sector: Supermarkets & grocery stores Media channels: Online display, Search marketing, Online video, Print - general, Outdoor, Out-of-home, Point-of-purchase, In-store, Radio & audio, Mobile & appsBudget: Over 20 million

Executive summary

This is a story of long-term investment in one strategic idea that has been consistently commercially successful and helped to change perceptions and enhance the fortunes of one UK retailer.

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